Did everyone catch the internet phenomenon that was Chocolate Rain?
This YouTube ready mixture of irritatingly catchy and repetitive lyrics, goofy-serious video footage and James Earl Jones-esque voice that simply defies nature took the country by storm this summer, instantly becoming a much parodied cult internet hit.
However, in a bizarre twist of life imitating parody imitating art imitating parody imitating life and in the glorious tradition of William Hung, Adam Bahner(a.k.a. Tay Zonday), the ‘talent’ behind Chocolate Rain is going to the proverbial Show. Dr. Pepper has commissioned its own viral video ‘Cherry Chocolate Rain’ to launch its new flavor extension.
The execution is dripping with post-modernist irony and has managed to parody itself, viral video, celebrity, music video and commercialism all at the same time.
It seems that with the advent of technology that allows consumers to avoid television commercials, viral marketing is finally coming of age. It is time for a Clio Award for viral marketers, don’t you think?
Who would you nominate?
December 6th, 2007 at 4:46 am
What I don’t get is who this “ad” is supposed to target. Mainstream audiences won’t get the joke, which means it must be intended for web audiences — but are web audiences supposed to feel *validated* by Dr. Pepper’s marketing OF themselves TO themselves, and therefore reward them with the purchase of a soft drink?
And, if this campaign DOESN’T produce results, will mainstream companies think the web audiences are a dead end?
December 6th, 2007 at 2:11 pm
I think what Dr.Pepper is doing is absolutely genius…especially if they are trying to appeal to the millennials/gen y market.
Creating an “in the know” reference to their brand with something that’s part of an internet cult following is truly an innovative way to capture this market.
December 29th, 2007 at 12:25 am
What is funny is that I didn’t knew this Chocolate Rain buzz before actually seing the Dr Pepper ad. But still, it rocks !